Household-level addressably targeted advertising remains forever poised to digitally reinvent the value proposition of the legacy television industry in the eyes of marketers and agencies. This panel will discuss the bottlenecks still holding back addressable TV’s growth, the business and technology scenarios needed for it to scale, and the tantalizing ad revenue and marketing targeting opportunities ahead.

Recent Pivotal Research analysis of Nielsen consumer viewing data showed that conventional TV viewing and time-shifting now accounts for only 83% of total video consumption in the US – a dramatic shift in viewer behavior, and a significant challenge to traditional “TV” business assumptions. This panel will explore the advertising implications of these quickly-mainstreaming forms of TV/video viewing, as well as how marketers and programmers can benefit now and into the future.

Moderator

Chris Pizzurro, Head of Sales & Marketing – Canoe Ventures

Panelists

Randy Cooke, VP, Programmatic TV – SpotX

Justin Evans, VP, Data Strategy – Comcast Spotlight

Lance Neuhauser, CEO – 4C Insights

Julie Sterling, Head of Broadcast Partnerships – Google

Jim Wilson, President – Premion

11:35 AM

Presentation: Comscore

Presenters

Cathy Hetzel, EVP – Comscore

Chris Wilson, EVP, National Television – Comscore

11:50 AM

Panel Discussion: Programmatic TV

While the term “programmatic” still confounds many in the TV/video industry, there is little debate that automating ad buying and selling processes and improving efficiencies are crucial to tackling an increasingly complicated and sophisticated set of digitally-infused workflows. Just exactly when, where and how remain to be seen, as this panel will discuss.

Moderator

Scott Bender, Global Head of Publisher Strategy & Business Development – Prohaska Consulting

Join Comcast Spotlight for grab and go lunch in the Riverside Suite before heading back to participate in the Networking Topic Table Lunch

Advanced Advertising dives deeply into the hottest discussion topics around the future of TV advertising and will explore the impact of data, technology, and automation in TV advertising with this structured, curated networking session inside the main session room. Every table will have a themed discussion led by an expert on the topic, for 30 minutes. Every registered attendee will have a chance to request in advance which topic tables they will be assigned to.

The ability to both accurately track consumer viewing behaviors and judiciously assess advertising effectiveness has become decidedly more complex amidst an expanding yet splintering TV/video landscape. Our panelists will tackle the inherent challenges of keeping up with fast-moving consumer preferences and discuss how advertisers can ultimately benefit.

While six-second spots and commercial pod countdown clocks push the boundaries of classic TV advertising, a bevy of network programmers, traditional publishers and even marketers themselves are rapidly embracing newer, more direct manners of commercial messaging that go far beyond merely renting adjacencies in media properties. Branded content studios, native storytelling, curated user-generated video, and an explosion of social media technologies are creating new canvases for marketing and content to successfully co-mingle, as this panel will highlight.

An abundance of first- and third-party data is allowing both advertisers and TV/video content providers to tap into advanced TV advertising’s potential by creating more precise marketing target segments – far beyond traditional ratings or demographic reach. This panel will explore how both sides of the advertising equation are retooling their operations for more data-driven value propositions and results